Evaluation of ecotourism development in rural regions of China

The current status of ecotourism in rural China was analyzed in this paper. Empirical surveys covering the whole country indicate that ecotourism in rural China has attracted a large number of tourists who, however, didn’t generate revenues that can match the number. Although the environmental quality of those rural ecotourism destinations is high with little negative impacts, several problems have already appeared, suggesting a need to monitor those areas. The current practice of interpretation in most rural ecotourism destinations did not provide environmental education opportunities to the tourists. And local communities need more effective ways to decide on the prospects of local ecotourism development by themselves. Finally, a few recommendations for improving the sustainability of ecotourism destinations were provided.